Cushman’s heavy-duty commercial and industrical vehicles were working hard. Its brand was not. At risk of losing credibility and falling off its audience’s radar, Cushman turned to us for a shot in the arm. Our answer: Let’s Work. We modernized Cushman with a new identity, and humanized it with a new campaign. We highlighted the hard workers behind the vehicles, showing noses hitting grindstones and rubber meeting road. The effort revitalized the brand for dealers and end-users.